Former Managing Director of Maldives Marketing and Public Relations Company (MMPRC), Thoyyib, has been honoured with the Special Achievement Award at the World Travel Awards 2023. This recognition was conferred during the grand Gala event held at Dubai’s iconic Burj Al Arab on December 1, 2023, in acknowledgement of his outstanding contributions amid the challenges posed by the COVID-19 pandemic.
Thoyyib’s tenure at MMPRC coincided with the industry’s most challenging phase – the global COVID-19 crisis. Despite the country’s three-month border closure and the absence of tourist arrivals, Thoyyib and his team orchestrated innovative approaches to redefine the Maldives’ promotional strategies during the pandemic.
Embracing proactive planning, Thoyyib and his team monitored global pandemic scenarios, adapting marketing strategies to align with anticipated changes. During the lockdown, MMPRC launched several online campaigns, bringing the Maldives’ allure to homebound audiences, ensuring the destination remained a top travel choice post-restrictions.
Thoyyib also played a pivotal role in the national COVID-19 task force, collaborating closely with local stakeholders to strategise the Maldives’ safe reopening and dissemination of updated health protocols to global markets. Leveraging insights predicting increased interest in experiential travel post-restrictions, Thoyyib led impactful campaigns tailored to meet evolving traveller preferences.
Moreover, foreseeing future shifts in traveller behaviour, Thoyyib and his team at MMPRC introduced forward-thinking initiatives such as the “Redefining MICE” campaign, promoting an escape from Zoom fatigue by revamping corporate meetings. The “Redefining MICE” campaign was launched soon after the borders reopened.
Thoyyib’s proactive approach and adaptability to global changes ensured sustained visibility for the Maldives in source markets, preparedness to welcome tourists after the lockdown, and the establishment of a robust feedback system for visitor experiences shared with local authorities and operators. Over his five-year tenure at MMPRC, these efforts resulted in the company receiving several accolades for its consistent, high-quality performance. Notably, this includes securing the title of the World’s Leading Tourist Board for two consecutive years and the World’s Leading Destination for an impressive four years.